Marketing and Nescafe

Nespresso's goal is to build a super-premium brand in the world, the perfect coffee icon. Their design characteristics is the world of the privilege to meet customer

* It is a global coffee brand built upon a reputation for fine products and services. It has almost 16,000 cafes in almost 40 countries.

Nestle, an international recognized multinational corporation is the world’s leading nutrition, Health and Wellness Company. Nestlé’s mission of “Good Food, Good Life” aims at providing customers with the finest quality of nutritional choices within a wide range of food and beverage classifications (NESTLÉ - Vassos Eliades. (n.d.). Retrieved from http://www.vassoseliades.com/consumer-goods/nestle.html, para. 1). The merger in 1905 between Nestle and the Anglo-Swiss Milk Company created the Nestle we know today. Nestle is one of the world’s largest suppliers of food and nutritional products operating with 461 factories in 83 countries, with 328,000 employees worldwide (Fries, Lorin, Goldberg, Ray, 2012. Nestle: Agricultural Material

To further develop, produce and market the Nespresso system, a separate company was created. The new business involved selling coffee, something Nestle were already the market leader. The company’s top management decided early on that the similarities between the two businesses were more illusory than real. Nestle were selling instant coffee to the mass market but Nespresso specifically targeted wealthy and young urban professionals, positioning itself as an upmarket brand. Nespresso adopted a business model more akin to a luxury goods manufacturer, not only were the two business models different, they potentially conflicted as Nespresso could be cannibalizing the sales of Nescafe, while the values and attitudes of the Nespresso organization were the exact opposite of those in the traditional Nestle organization.

The Nespresso was established in 1986 and it has been serving its esteemed customers ever since. Its story started with a very simple plan, that every person

Starbucks is no doubt a phenomenon in the United States, but the brand wants to expand globally. Opening chains in various global locations such as Japan, Vienna, England; Starbucks wants to reach out to the coffee loving fans everywhere. Nevertheless opening chains globally is not that simple. There are many uncontrollable factors Starbucks need to focus on to make sure they are making profit as well has abiding by the country’s laws and regulations. Going global takes a lot of market research to make sure that the brand will be successful even with uncontrollable factors. Controllable factors can be tailored to fit the needs of each country. Starbucks has to find the happy medium so they don’t lose their identity overseas.

Many multinational corporations in the coffee industry have succeeded tremendously such as Starbucks. Each of these corporations has strategies that helped them continue to expand to nations of different cultures, ethnicities, governmental practices, and locations.

Nestle is one of the largest food and beverage company in the world. Nearly every of the world have the manufacturing facility of Nestle. Nestle can referred to the most multinational of the multinationals. Nestlé markets approximately 7,500 brands and in can organize into the few categories such as baby food, medical food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. (Nestlé S.A., n.d.)

Nestlé is a multinational company with headquarters in Vevey, Switzerland. This company was founded by Henri Nestlé in 1886. Nowadays, Nestlé is not only the largest food and beverage company in the world by offering more than 8,500 brands and 10,000 products, but also has grown to the global leader in nutrition, health and wellness company. It employed more than 283,000 people in more than 456 factories or operations spread over 80 countries around the world.

Starbucks is undoubtedly an international brand. The history of coffee traces back to Ethiopia, Africa, India, Arabia, and Europe, and has been traded abroad since the 11th century. Understanding the demand and widespread market for coffee, Starbucks has triumphantly capitalized both the domestic market, and the varied international markets as well. Possessing about 6,500 retail sites worldwide, Starbucks’ net is spread across thirty countries and has been found as one of the most recognized brands all over the globe in equality to McDonalds and Toyota. This organization’s ability to build an international brand has been unprecedented- particularly since it represents a specialty

However, Nescafe’s product involvement strategy goes even further; it wants consumers to experience the aesthetic perception of the nice packaging and hedonically enjoy various tastes and preparing options it offers (Montgomery, 2014). By carefully paying attention to the latest changes in consumer preferences, Nescafe was successful in making its consumers feel highly involved with its products. Due to its presence all over the world, the brand learned that acculturation is a much better strategy than global standardization. Thus, when it comes to Nescafe there is no global mass customization, but rather a regional-based mass customization. Nescafe has an almost aggressive worldwide strategy when it comes to consumers experiencing the product. The consumer is supposed to be able to consume Nescafe products everywhere, whenever possible and the way she/he wants to consume it. Nescafe is present in most of the Croatian bars/coffee shops in either coffee-to-go or in a regular consuming option . Nescafe is also present in most vending machines allowing the consumer to choose from various tastes and choices to satisfy her/his needs. All things

The major companies that shared 60% of the coffee marketplace such as Maxwell House (owned by General Fords), Folgers (owned by Procter & Gamble), and Nescafe (owned by Nestle) used different strategies than Starbucks. The majors approached the coffee marketplace by providing products made from cheap Robusta beans that were sold in cans. On the other side, Starbucks introduced itself in the marketplace as an innovative coffee producer that has created a new market niche by introducing new ideas to the customers. In fact, Starbucks named their servers Baristas and hired experienced key managers and executives to ensure the efficiency of the company.

Nestlé is the global leading nutrition, health and wellness company based in Switzerland. Its product line includes baby food, breakfast cereals, coffee, confectionery, dairy products, frozen food, pet foods, yoghurt and snacks with high revenues making it the world’s largest food company. Nestlé operates in 197 countries with over 340,000 employees, in 2014 its group sales account CHF 91.6 billion (USD 99.9 billion), whereas its trading operating profit is CHF 14 billion (USD 15 billion). “The Group’s net debt fell from CHF 14.7 billion to CHF 12.3 billion reflecting strong free cash flow during the year at CHF 14.1 billion more than offsetting the payment of the dividend of CHF 6.9 billion and the initial phase of the current share buy-back programme” (Nestle, 2014).

Nestle is a Swiss company that deals with nutritional and health products, the headquarters in in the city of Vevey, Switzerland. It’s considered to be the largest food company in the world; they include products like baby good, coffee, bottled water, breakfast cereals, snacks. 29 of Nestle's brands have annual sales of over 1 billion CHF (about US$ 1.1 billion), including, Nescafe, Kit Kat, Nespresso, Smarties, Nesquik, Stouffer's, Vittel, and Maggi. Nestle has around 450 factories in 86 countries, and employs around 328,000 people all around the world.

Nestle is a swiss multinational food and beverages company. Its headquarters is located at vevey, Switzerland. In terms of revenue it is largest food company in world. Nestle produces the portified products such as baby food ,bottled water ,breakfast cereals ,coffee ,tea ,dairy products ,ice cream ,frozen food ,pet foods ,and snacks .Nestle provided 167 billion servings of fortified products .Among them 29 brands of Nestle are getting turnover of $US1.1 billions. Nestle is one of main shareholders of L’OREAL company, the worlds largest cosmetic company.